[Nettime-bold] He was a Knight of the Order of the Dutch Lion...

[Bill Spornitz <spornitz@mts.net>]

He was a Knight of the Order of the Dutch Lion and a member of the 
French Legion of Honour...



http://quotes.freerealtime.com/dl/frt/N?art=C2002010300003b5052&SA=Latest%20News

OBIT/In Memory of Alfred Heineken

AMSTERDAM, The Netherlands, Jan 3, 2002 (BUSINESS WIRE) -- It is with 
great sadness that the Management Board of Heineken Holding N.V. and 
the Executive Board of Heineken N.V. announce that this evening Dr. 
Alfred H. Heineken died peacefully at home in Noordwijk, the 
Netherlands, at the age of 78.

The company mourns the loss of a man who, on June 1, 1942 at the age 
of 18, first came to work at the brewery, which his grandfather had 
acquired in 1864.  Heineken N.V. is indebted to Mr.  Heineken for 
having built the family business into the leading international 
brewery group it is today.

Alfred Heineken was for many years Chairman and Delegate Member of 
the Management Board of Heineken Holding N.V., the company which 
holds a controlling interest in the brewery.  In keeping with Mr. 
Heineken's wishes, control of Heineken Holding will remain in the 
family.

A private funeral service will be held for close family members only.

"With the passing of Freddy Heineken, we have lost a unique man," 
says Karel Vuursteen, Chairman of the Executive Board of Heineken 
N.V. "He was devoted to our company heart and soul.  His breadth of 
knowledge, creativity, intuition and good humour made him the 
multi-faceted personality he was.  I know I speak for all the 
employees when I say that we have a lot to thank him for.  Freddy 
Heineken's name will forever be linked with our company."

A photograph will be made available on the web-site www.heinekencorp.com

Heineken is a leading international brewer, marketing some of the 
most successful brand names worldwide.

Heineken N.V. and Heineken Holding N.V. shares are listed on the 
Amsterdam stock exchange.  Prices for the ordinary shares may be 
accessed on Bloomberg under the symbols HEIN NA and HEHN NA, on the 
Reuter Equities 2000 Service under HEIN.AS and HEHN.AS and on Quotron 
under HEINN.EU and HKAN.EU. Additional information is available on 
Heineken's home page: http://www.heinekencorp.com.



HEINEKEN, A.H. (ALFRED HENRY)

Born in Amsterdam, on November 4, 1923

Employment

----------

1942 - 1995        Heineken N.V.

Executive

  positions:        1951 - 1958        Member of the Supervisory Board

                    1958 - 1964        Delegate Member of the

                                         Supervisory Board

                    1964 - 1969        Member of the Executive Board

                    1969 - 1971        Vice-Chairman of the

                                         Executive Board

                    1971 - 1989        Chairman of the Executive Board

                    1989 - 1995        Chairman and Delegate Member of

                                         the Supervisory Board

1952 - 2002        Heineken Holding N.V.

Executive

  positions:        1962 - 1979        Delegate Member of the Board of

                                         Directors

                    1979 - 2002        Chairman and Delegate Member of

                                         the Board of Directors

Additional functions

--------------------

-   Member of the Supervisory Board of Thyssen Bornemisza SAM

-   Member of the Supervisory Board of British Petroleum Company

     Nederland B.V.

-   Member of the Supervisory Board of ABN (Algemene Bank Nederland)

-   Member of the Supervisory Board of SHV (Steenkolen

     Handelsvereniging)

Decorations

-----------

-   Knight of the Order of the Dutch Lion (1983)

-   Knight of the Order of the Legion of Honour (France) (1983)

-   Honorary Doctorate of Law of the University of Rochester (1989)

-   Commander of the Order of Orange Nassau (1989)

-   Honorary Title Master of Business Administration of INSEAD (1989)

-   Silver Medal of Mayor and Aldermen of Amsterdam (1989)

-   1990 Silver Academy Medal of the Royal Netherlands Academy of

     Sciences (KNAW)

-   Officer of the Order of the Legion of Honour (France) (1991)

-   Honorary Doctorate of Humane Letters of the Hofstra University,

     New York (1996)


     PROFILE

     The Life of Alfred Henry Heineken

     Born in Amsterdam, The Netherlands on November 4, 1923

     Died in Noordwijk, The Netherlands on January 3, 2002

     'In the end life is all about advertising'

Alfred Henry Heineken was born on November 4, 1923 in Amsterdam.  His 
grandfather, Gerard Adriaan Heineken, founded the Heineken brewery in 
1864 and his father, Henry Pierre Heineken, ran the company from 1914 
to 1940.  Alfred Henry Heineken started working in the brewery on 
June 1, 1942.  From March 1946 to September 1948 he worked in the 
sales department of Heineken's American importer.  It was during this 
period that his life changed completely: he became passionately 
interested in advertising and, most importantly, he met Lucille 
Cummins, a young American lady, whom he married on August 28, 1948.

In 1951, he started working at the Heineken Head Office in Amsterdam 
where he became the key figure in the Advertising Department, which 
he had set up.  "Had I not been a beer brewer I would have become an 
advertising man," said Alfred Heineken.  The magic of the Heineken 
brand became his life's work.  He was the man who introduced the 
smiling letter 'e' in the Heineken brand name, he made the Heineken 
brand colour green and he was the man who was the spiritual father of 
the Heineken logo as we know it today, the combination of a star, a 
banner and a hop vine.  Alfred Heineken, the brewer, turned out to be 
a marketing genius in an age when the term 'marketing' was still 
unknown.  "I don't sell beer, I sell warmth," was his motto.

Although his father lost the family's controlling interest in 1942, 
Alfred Heineken managed to regain the majority shareholding in 
Heineken N.V. He was a member of the Supervisory Board of Heineken 
N.V. from 1951 to 1958 and a delegated member of the Supervisory 
Board from 1958 to 1964.  In 1964 he became a member of the Executive 
Board, and from 1971 to 1989 he was Chairman of the Executive Board 
of Heineken N.V. Under his leadership, the Heineken brewery grew into 
a global company.  Alfred Heineken, as the majority shareholder and 
Chairman of the Board, was in a position to set out the long-term 
strategy for the company.

His vision was to make the Heineken brand a global brand and to 
conquer the European markets with the Heineken brand.  By the time he 
retired as Chairman of the Executive Board on April 27, 1989, 
Heineken had become the most international brewery group in the 
world.  From 1989 to 1995 he was Chairman of the Supervisory Board 
and a delegated member of the Supervisory Board.  This was his last 
official position within Heineken N.V. He did, however, remain the 
majority shareholder and Chairman of the Management Board of Heineken 
Holding N.V., the company, which holds the controlling interest in 
Heineken N.V.

Alfred Heineken was also very active in social and cultural affairs. 
In honour of his father, he founded the Dr.  H.P. Heineken 
Foundation, a foundation that since 1964 has awarded every two years 
cash prizes for pioneering, scientific work in biochemistry and 
biophysics.  In the 1980s, Mr.  Heineken founded the Alfred Heineken 
Fondsen Foundation, which awards, also every two years, four cash 
prizes to the sciences and the arts.  Three Dr.  A.H. Heineken prizes 
are awarded for exceptional achievements in medicine, historical 
science and the environmental sciences.  The fourth prize goes to an 
artist living and working in the Netherlands.  Alfred Heineken has 
been decorated for several of his activities.  He was made a Knight 
in the Order of the Dutch Lion and a Commander in the Order of 
Oranje-Nassau.  In France, he was made first a Knight and later an 
Officer in the Order of the Legion of Honour.  He received an 
Honorary Doctorate of Law from the University of Rochester.  INSEAD, 
the international management institute, awarded him the honorary 
title of Master of Business Administration.  The Burgomaster and 
Aldermen of Amsterdam presented him with the Silver Medallion of the 
capital, and the Royal Netherlands Academy of Arts and Sciences 
presented him with the Silver Academy Medallion in 1990.  The board 
of the Cannes international advertising festival acclaimed him 
Advertising Man of the Year in 1995.  In 1999, he was chosen as 
Advertiser of the Century in the Netherlands, and the Heineken brand 
was awarded Brand of the Century.

'Freddy' Heineken, as he was known to his many friends and a few 
close colleagues, had a very intense love of music, architecture, 
film, photography and visual arts.  He found the ideal of the homo 
universalis most appealing.  His wide knowledge, creativity, 
intuition and humour made him an extremely fascinating personality. 
His kidnapping on November 9, 1983, and his subsequent release three 
weeks later, were world news.  Following that traumatic experience, 
Alfred Heineken limited his public appearances and became very 
protective of his private life.  In the few interviews he gave he was 
known as a man who spoke his mind and had strong views on a wide 
variety of subjects, including on the subject of death: "It is not 
all that dreadful to die, because it was not all that bad before you 
were born."

The driving force in his life was his family.  Alfred Heineken is 
survived by his wife, his daughter, his son-in-law and his five 
grandchildren.

Alfred Henry Heineken died on January 3, 2002.  Today the world says 
farewell to a man of many talents.  The Heineken organisation is 
deeply indebted to him.



CONTACT:          Heineken

                   Investor Information:

                   Jan van de Merbel, 011-31-20-523-9591

                   Press Information:

                   Manel Vrijenhoek, 011-31-20-523-9355

                   - or -

                   Taylor Rafferty

                   Investor Information:

                   Dana Johnston, 212/889-4350

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